Let's Sign=Let's Help. Outdoor LIVE Campaign
Let's Sign=Let's Help on the digital MORE screen.
Our mission at Jet Line is to create spaces for communication. We came up with this slogan many years ago. It remains unchanged and is rooted in our company's identity. A month ago, we conceived an idea of how to use DOOH screens, which don't emit sound, in an unconventional way - but still related to communication. The International Day of the Deaf and Sign Language was approaching. We joined forces with Integracja Foundation and created the Let's Sign=Let's Help campaign.
For this purpose, we chose the MORE screen at 48/54 Złota Street, where the Berendowicz Kublin hair salon is located. We set up a professional recording studio - we installed lights, cameras, and invited Małgosia Limanówka - a wonderful, expressive Polish Sign Language interpreter, and Justyna Szot, who is deaf.
The studio feed was broadcast directly to the MORE screen in real-time. Małgosia taught passersby basic phrases in Polish Sign Language. For convenience - in this first lesson, we included translations in the form of subtitles displayed on the screen.
Thanks to the camera mounted on the MORE screen, the interpreter could see passersby from her perspective and interact with them, while also correcting or confirming properly signed phrases.
When Justyna appeared in Małgosia's place after some time, passersby could communicate with her using the phrases they had learned earlier. The subtitles translating Polish Sign Language disappeared from the screen, so communication was based solely on non-verbal contact.
Brand Interaction with the Audience
The LIVE campaign is a novelty in the Polish outdoor advertising market. It changes how brands interact with their audience. It engages viewers in an immediate, authentic way that other social media formats certainly cannot match. For the success of our campaign, based on the idea and value of communication between people, these were of course fundamental aspects.
Tell your Brand's Story
What does your brand represent?
You surely know the answer, but do your audiences know it too?
Live campaigns can show your brand from a completely new perspective, convey exactly what you want to tell your audience in real-time, and invite interaction. Let's talk about how we can support your marketing strategy and what we can do to make your DOOH campaigns the best space for communication.
More advertising screens - DOOH, at bus stops and in shop windows, Warsaw, GOP - Jet Line